New Balance Takes Over a Historic Parisian Mansion for Fashion Week
by Edu Garcia Llamas
For the sixth consecutive summer, New Balance has returned to Paris Fashion Week with an exclusive space that trades the traditional showroom for something closer to a home. This season, the Boston-born brand has taken up residence at the historic Hôtel de Bourrienne, an 18th-century hôtel particulier once frequented by Napoleon Bonaparte and his generals. The building is 300 years old, and New Balance has turned it into a meeting point designed around family and collaboration.
Each room has been arranged to feel lived-in rather than exhibited. Museum-quality Giacometti furniture sits alongside bespoke linen curtains inspired by the property’s original hand-painted ceilings. The latest New Balance designs are discreetly integrated into custom-made USM sample chests, encouraging discovery rather than the passivity of a traditional display. At the heart of the residence, a restored marble coffee bar over a century old has been reinterpreted by Jobe Burns, a finalist for the 2026 Loewe Craft Prize. It serves as the social hub where conversations happen and ideas flow.
Hospitality runs throughout the week. Megan Moore, founder and chef of Bonnies in Marseille, prepares homemade breakfasts and lunches, her cooking reflecting the simple pleasure of gathering around a table. Lunches in the garden are accompanied by live harp and accordion performances. Meeting rooms and signage carry hand-drawn calligraphy by artist Chen Li, known for his work on the title sequences of Call Me By Your Name and collaborations with Louis Vuitton.
The week’s programme includes an afternoon earlier this week when the café transformed into Hills & Europa, the Seoul-based listening bar, for a one-night Parisian experience with rare vinyl and signature cocktails. Yesterday, Joe Freshgoods hosted an intimate evening of live music in the garden, with young Paris jazz musicians reinterpreting Sade classics. Today, Slam Jam closes the week with a pre-dinner gathering inspired by the feeling of a weekend getaway with friends.
Check out the space below:
Every detail has been designed to create a warm space during one of the most intense weeks in the industry. A home away from home. A nice place for nice people.
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